Anna Samantha Imperial

MD 070020 ASMPH

The Medical City Emergency Department

STEP 1: PRIMARY TARGET MARKET

Consists of but not limited to patients: From socioeconomic classes A, B and C From different places From different age groups With good health- seeking behavior Who have a non- urgent/ urgent medical

concern

STEP 2: NEEDS, WANTS AND DEMANDS OF THE PRIMARY TARGET MARKET

I want to have quality and affordable care for my urgent or non- urgent needs and

concern for my health or condition.

I need to be taken care of.

I should be taken care of.

I should be treated well.

I deserve good health care.

STEP 3: COMPETITION AND COMPETITIVE POSITION MAP

Direct Competitors: St. Luke’s Medical Center, Makati Medical Center, Asian Hospital

Indirect Competitors: Small hospitals and clinics

COMPETITIVE POSITION MAPLocation Brand Price Social

Class

1) The Medical City

ER

Convenient for Pasig Residents

Trusted 980 pesos

A, B, C

2) St. Luke’s Medical Center

Convenient for Quezon City and Makati Residents

Trusted 1000 pesos

A, B, C

3) Makati Medical Center

Convenient for Makati Residents

Trusted 1030 pesos

A, B, C

4) Asian Hospital

Convenient for Muntinlupa/

Alabang Residents

Trusted 1200 pesos

A, B, C

STEP 4: POSITIONING WITH PRICE

The Medical City ER has the most affordable ER consultation fee.

Quality health service and prompt care is given to all patients who come to the TMC- ER.

STEP 5: MARKET SIZE

Customer: The population of Pasig City, as of May 2000 was 505,058 persons.

Company: The Medical City: “Patient on centerstage”, “Where Patients are Partners”

Competition: Presence of other hospitals with patient quality care and available emergency room services

STEP 6: PRODUCT

The Medical City Special Services:“The Emergency Department is a 24-hour service

department principally dedicated to immediate and competent first contact care of patients whose conditions require prompt attention. “

PRODUCT COMPETITORS

Makati Medical Center Emergency Medicine:

At the frontline of medical careMakati Medical Center´s Emergency Department is always ready to provide treatment for patients

with acute illnesses and injuries that require immediate medical attention. With state of the art

diagnostic equipment and a full arsenal of the latest treatment modalities our highly trained

emergency medicine specialists are fully capable of helping patients with all kinds of medical

needs.

PRODUCT COMPETITORS

Asian Hospital Emergency Medicine: Providing high-quality emergency care  

Asian Hospital and Medical Center’s Department of Emergency Medicine provides

high-quality care to patients whose life is seriously threatened by disease or trauma.  

Patients receive prompt and personalized attention from our team of highly trained

emergency medicine specialists and experienced, compassionate nurses and

caregivers.

PRODUCT COMPETITORS

St. Luke’s Medical Center:

The St. Luke’s Emergency Department is composed of a group of adult emergency physicians trained in Emergency Medicine and pediatric specialists with a background in Pediatric Emergency. The Emergency

Room sees about 30,000 – 40,000 adults and 12,500 - 15,000 children annually. The Emergency

Department can handle medical, surgical and toxicologic emergencies in adults and children 24 hours a day. It is well staffed and equipped with

personnel trained in the latest guidelines for adult and pediatric resuscitation. The latest in diagnostic modalities and therapeutics can be made available

to patients on a timely basis.

STEP 7: PROMO

STEP 7: PROMO

STEP 7: PROMO

Media Newspapers Magazines Internet

Word of mouth

STEP 8: PRICE

Price1) The Medical

City ER980 pesos

2) St. Luke’s Medical Center

1000 pesos

3) Makati Medical Center

1030 pesos

4) Asian Hospital

1200 pesos

STEP 9: PLACE

STEP 10 WINNING STRATEGY

“At the heart of TMC's service philosophy are new paradigms of hospital care addressing the entire continuum of health needs, and

the patient as an equal, informed and empowered partner in the pursuit and

preservation of health. TMC is accredited by the Joint Commission International (JCI), the

world’s most prestigious accrediting body for international health care organizations.”

Anna Samantha Imperial

MD 070020 ASMPH